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2 If you have ever felt out of your depth in a discussion about marketing, rest assured you are not alone. These top 25 common marketing terms and definitions below will help you expand your marketing vocabulary and make you look and feel like an expert. 1. Above-the-fold - The part of a web page that is visible without scrolling. It is generally more desirable placement on a Website because of its visibility. If you have a join our mailing list tag on your Website, you should place it above the fold making it easy for visitors to opt-in. 2. CPM (Cost per thousand) - In marketing, CPM commonly refers to the cost per 1000 names on a given rental list. For example, a rental list priced at $250 CPM would mean that the list owner charges $.25 per address. 3. CTR (or Click-through rate) - The percentage (the number of unique clicks divided by the number that were opened) of recipients that click on a given URL in your Conversion rate - The number or percentage of recipients who respond to your call-to-action in a given marketing campaign or promotion. This is the measure of your campaign s success. You may measure conversion in sales, phone calls, appointments etc. 5. blacklist - It is common for an ISP to a use a blacklist to determine which s should be blocked (see blocking ). Blacklists contain lists of domains or IP addresses of known and suspected spammers. Unfortunately, these blacklists also contain many legitimate service providers. Just a few spam complaints can land an service provider or IP address on a blacklist despite the fact that the ratio of complaints to volume of sent is extremely low. 6. blocking - blocking typically refers to blocking by ISPs or corporate servers. blocking occurs when the receiving server (e.g. Yahoo!, AOL, Hotmail etc) prevents an inbound from reaching the inbox of the intended recipient. Most of the time the sender of the receives a bounce message notifying the sender that their has been blocked. ISPs actively block coming from suspected spammers. 2

3 7. filters Filtering is a technique used to block based on the content in the from: line, subject: line, or body copy of an . Filtering software searches for key words and other indicators that identify the as potential spam. This type of blocking occurs on a per basis. 8. newsletter ads or sponsorships - Buying ad space in an newsletter or sponsoring a specific article or series of articles. Advertisers pay to have their ad (text, HTML or both depending on the publication) inserted into the body of the . newsletter ads and sponsorships allow advertisers to reach a targeted audience driving traffic to a website, store or office, signups to a newsletter or sales of a product or service. 9. whitelist - A whitelist is the opposite of a blacklist. Instead of listing IP addresses to block, a whitelist includes IP addresses that have been approved to deliver despite blocking measures. It is common practice for ISPs to maintain both a blacklist and a whitelist. When service providers, like Constant Contact, say they are whitelisted it means that their IP addresses are on a specific ISP s whitelist and are confident that s sent using their service will be delivered. 10. False positive - A false positive occurs when a legitimate permissionbased is incorrectly filtered or blocked as spam. 11. Hard bounce/soft bounce - A hard bounce is the failed delivery of an due to a permanent reason like a non-existent address. A soft bounce is the failed delivery of an due to a temporary issue, like a full mailbox or an unavailable server. 12. House list (or Retention list) - A permission-based list that you built yourself. Use it to market, cross sell and up-sell, and to establish a relationship with customers over time. It is one of your most valuable assets because it is 7 times less expensive to market to an existing customer than it is to acquire a new one. Use every opportunity to add to it and use it. 3

4 13. HTML - Sending HTML makes it possible to include unique fonts, graphics and background colors. HTML makes an more interesting and when used properly can generate response rates up to 35% higher than plain text. 14. Open rate - The percentage of s opened in any given marketing campaign, or the percentage opened of the total number of s sent. 15. Opt-in (or Subscribe) - To opt-in or subscribe to an list is to choose to receive communications by supplying your address to a particular company, website or individual thereby giving them permission to you. The subscriber can often indicate areas of personal interest (e.g. mountain biking) and/or indicate what types of s they wish to receive from the sender (e.g. newsletters). Single Opt-In (with a subscriber acknowledgement ) - The most widely accepted and routinely used method of obtaining addresses and permission. A single opt-in list is created by inviting visitors and customers to subscribe to your list. When you use a sign-up tag on your website, a message immediately goes out to the subscriber acknowledging the subscription. This message should reiterate what the subscriber has signed up for, and provide an immediate way for the subscriber to edit interests or opt-out. Confirmed Opt-In (a.k.a. Double Opt-In) - A more stringent method of obtaining permission to send campaigns. Confirmed opt-in adds an additional step to the opt-in process. It requires the subscriber to respond to a confirmation , either by clicking on a confirmation link, or by replying to the to confirm their subscription. Only those subscribers who take this additional step are added to your list. 16. Opt-out (or Unsubscribe) - To opt-out or unsubscribe from an list is to choose not to receive communications from the sender by requesting the removal of your address from their list. 4

5 17. Permission-based - sent to recipients who have opted-in or subscribed to receive communications from a particular company, website or individual. Permission is an absolute prerequisite for legitimate and profitable marketing. 18. Personalization Addressing individual recipients by first name, last name or both dynamically in an . Personalization can also include a reference to previous purchases, or other content unique to each recipient. Avoid using personalization in the subject line of your s as this is a tactic widely used by spammers. 19. Privacy policy - A clear description of a website or company s policy on the use of information collected from and about website visitors and what they do, and do not do, with the data. Your privacy policy builds trust especially among those who opt-in to receive from you or those who register on your site. If subscribers, prospects and customers know their information is safe with you, they will likely share more information with you making your relationship that much more valuable. 20. Rental list (or Acquisition list) - A list of prospects or a targeted group of recipients who have opted-in to receive information about certain subjects. Using permission-based rental lists, marketers can send messages to audiences targeted by interest category, profession, demographic information and more. Renting a list usually costs between $.10 and $.40 per name. Be sure your rental list is a true permission-based, opt-in list. Permission-based lists are rented, not sold. Don t be fooled by a list offer that sounds too good to be true or by someone who tries to mislead you by calling their list targeted or clean without certifying that it is permission-based. 21. Signature file (or sigfile for short) - A tagline or short block of text at the end of an message that identifies the sender and provides additional information such as company name and contact information. Your signature file is a marketing opportunity. Use it to convey a benefit and include a callto-action with a link. 5

6 22. Spam or UCE (Unsolicited Commercial ) - sent to someone who has not opted-in or given permission to the sender. Characteristically, spam is unwanted, unexpected from a sender unknown to the recipient. 23. Targeting - Selecting a target audience or group of individuals likely to be interested in a certain product or service. Targeting is very important for an marketer because targeted and relevant campaign, yield a higher response and result in fewer unsubscribes. 24. URL (or Universal Resource Locator) - A website, page or any other document address or location on the Internet that indicates the location of every file on every computer accessible through the Internet. 25. Viral Marketing - A type of marketing that is carried out voluntarily by a company s customers. It is often referred to as word-of-mouth advertising. has made this type of marketing very prevalent. Tools such as send this page, article or website to a friend encourage people to refer or recommend your newsletter, company, product, service or specific offer to others. 6

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